De Dela layed yed Refund und VITA Communi unica cations tions - - PowerPoint PPT Presentation
De Dela layed yed Refund und VITA Communi unica cations tions Campaig aign: n: Messagi saging ng Strat ategies egies and Tools ols for r VITA Pr Program rams November vember 18, 2016 16 1-2:30 2:30pm pm ET ET; 10am
November vember 18, 2016 16 1-2:30 2:30pm pm ET ET; 10am 0am-11:30 1:30am am PT PT
Carme rmen n Shorter er Senior Manager for Learning, Field Engagement CFED
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Our mission at CFED is to make it possible for millions of people to achieve financial security and contribute to an
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/CFEDNews @CFED cfed.org/blog/inclusiveeconomy
We push to expand innovative practical solutions that empower low- and moderate-income people to build wealth. We drive policy change at all levels of government. We support the efforts of community leaders across the country to advance economic opportunity for all.
To join or learn more, go to: cfed.org/programs/taxpayer_opportunity_network
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tional Cons nsum umers s Leagu ague: : Nation tional Media ia Camp mpaig aign
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Susan san Mason son
Director Intuit Financial Freedom Foundation Rebecca a Thompso pson Program Director Taxpayer Opportunity Network
Karin in Rice
Manager, Corporate and Executive Communications W&I Communications & Liaison Internal Revenue Service
Stacy tacy Opitz tz
Communications and Marketing Director Prepare + Prosper John hn Brey eyaul ult Vice President of Public Policy, Telecommunications and Fraud National Consumers League
Aaron
rico
Senior Associate Glen Echo Group
Rebecca cca Th Thomps mpson
Project Director Taxpayer Opportunity Network
Karin in Rice Manager, Corporate and Executive Communications W&I Communications & Liaison Internal Revenue Service
IRC 6109
IRC §6402(m)
Related communications to date:
Factors Increase Importance of Mid-Year Check Up (PATH 201)
Gross Income Amount May Be Needed to File Electronically
Encouraged to Act Soon to Avoid Processing Delays in 2017
Check Eligibility for Overlooked Tax Benefits (Keep copy of return)
Some Refunds Delayed Until Feb. 15
Ahead
www.IRS.gov/GetReady
Susan san Mason son Director Intuit Financial Freedom Foundation
November18, 2016
Intuit Confidential and Proprietary 2 4
In July the Intuit Financial Freedom Foundation provided sponsorship funding to The Center For Financial Services Innovation (CFSI) work with a public relations and communications firm to develop key messages and an outreach strategy about the TY’16 refund delays and what low- and moderate-income taxpayers and the
prepare. After interviewing the IRS and EITC and VITA experts from CFED, Center for Budget & Policy Priorities, the Consumer Financial Protection Bureau, United Way Worldwide, Pew, Urban Institute/Tax Policy Center, the Center for Economic Progress, and CFSI crafted high level, core messages to be tested with the public and an outline for the outreach campaign.
Intuit Confidential and Proprietary 2 5
Use IRS free resources in your community and online No one can speed up your refund File when you normally file and if you file before February 15, plan ahead for a delay in your refund.
This is an extra measure to prevent against fraud and identity theft. So don’t pay someone who promises they will. The IRS issues most refunds in less than 21 days. Using e-file is the best way to file an accurate tax return and combining e-file with deposit is the fastest way for a taxpayer to get their refund.
A new law may impact your tax refund in 2017
Visit IRS.gov and search VITA and Free File.
Intuit Confidential and Proprietary 2 6
They want to hear the news from the IRS, not from community agencies #SOL They want to hear about Delayed Refunds from the IRS, not from community agencies
LOW awareness of IRS tax prep resources although some clearly used them … and valued them HIGH approval conceptually
Intuit Confidential and Proprietary 2 7
It is counterproductive for VITAs to proactively alert the public about the refund processing delays or suggest taxpayers can do anything to prepare for the delays.
situation over which they have no control Flip the strategy: rather than use the Delayed Refund as the hook to talk about free tax assistance, use the increased national interest in tax time – due to delayed refund processing – to spread awareness of and build the brand of the IRS’ free resources in the community (VITA) and online (Free File). Focus on helping VITAs position themselves as the invaluable – and sometimes hidden – community resources they are, helping people save money on tax prep and related fees especially at this time when it’s so important to prepare accurate returns and electronically file them for faster processing.
Aaron
rico Senior Associate Glen Echo Group
Intuit Confidential and Proprietary 2 9
The following messages are designed to help VITAs talk about the delay and position themselves as a resource to help navigate what it means for those impacted and how they can save money and claim 100% of their refund through free tax preparation services.
taxpayers claiming the Earned Income Tax Credit (EITC) or the Additional Child Tax Credit (ACTC) until February 15. The law has no exceptions and is designed to make it easier for the IRS to find and stop fraud.
− IRS should serve as the authority communicating the details of the delay. − VITAs should communicate the delay as the result of a “law” and position
VITAs as a resource that can help navigate what it means for individuals.
2)
In order to protect you, this IRS delay allows them to take the time necessary to review refunds for potential fraud. Tax identity fraud is
half of the 491,000 ID theft complaints filed with the Federal Trade Commission last year. –
Intuit Confidential and Proprietary 3
3) Our local community group is one of over 12,000 Volunteer Income Tax Assistance (VITA) programs across the country that the IRS relies on to help people file their taxes every year, completely free of charge.
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This next message pivots to a more positive message about VITAs and validates the programs by linking them to a national network. 4) In 2016 alone, our IRS certified volunteers helped thousands individuals qualify for and keep 100% of their refunds—over millions
charges.
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VITAs should localize information about the people helped and the money saved whenever possible. This information will resonate with local press and individuals far greater than abstract or national numbers.
−
Refer to the generic press release for more information.
Intuit Confidential and Proprietary 3 1
5) We are dedicated to helping as many community members as we can and encourage taxpayers to be wary of preparers promising faster refunds through expensive financial practices, like loans.
−
We found in focus groups that those impacted would seek out alternative
language to help deter those alternatives, without shaming or patronizing those individuals we are trying to help. 6) The volunteers and staff tax preparers at our free tax preparation sites go through at least 15 hours of training and are certified by the IRS. We make sure our customers get high-quality, professional service from trained volunteers who are equipped to identify tax refund
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Market research conducted by Prepare + Prosper found that “IRS certified” is the preferred way of describing a preparer’s qualifications. We also emphasize that point, by talking about the time volunteers spend on training.
Intuit Confidential and Proprietary 3 2
Press release you can use locally National media campaign by the National Consumers League VITA video you can customize with your logo, contact information
John hn Breyau yault lt Vice President of Public Policy, Telecommunications and Fraud National Consumers League
Intuit Confidential and Proprietary 3 4
The National Consumers League (NCL) will lead a national communications campaign to help empower VITAs and promote IRS free taxpayer assistance services like local volunteer organizations and Free File. This national media campaign will include:
spokesperson working to spread the message online, in print and on TV. A component of this will include Spanish language outreach.
practices to amplify the message on social media, in statements, blog posts and press releases, email alerts and on fraud.org and nclnet.org.
to help us spread the word.
ways we can amplify our message through advertisements to reach the the campaigns core consumers, those impacted by the EITC and ACTC delay.
Intuit Confidential and Proprietary 3 5
Progress
Priorities
Stacy tacy Opitz tz Communications and Marketing Director Prepare + Prosper
To join or learn more, go to: cfed.org/programs/taxpayer_opportunity_network